AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels
This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products....
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Series: | Administrative Sciences |
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| Online Access: | https://www.mdpi.com/2076-3387/15/1/20 |
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| author | Hanadi Salhab Munif Zoubi Laith T. Khrais Huda Estaitia Lana Harb Almotasem Al Huniti Amer Morshed |
| author_facet | Hanadi Salhab Munif Zoubi Laith T. Khrais Huda Estaitia Lana Harb Almotasem Al Huniti Amer Morshed |
| author_sort | Hanadi Salhab |
| collection | DOAJ |
| description | This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products. Key highlights include that AI-enabled marketing strategies improve the adoption of sustainable practices among consumers; AI-powered smart distribution channels enhance supply chain efficiency, reduce carbon emissions, and optimize logistics. For a retailer, practical applications of AI include the use of AI in demand forecasting to potentially reduce waste, personalized marketing to efficiently promote sustainable products, and deploying smart systems that reduce energy consumption. While these benefits are real, data privacy and algorithmic bias remain valid concerns, thus underlining the need for ethics and transparency in the practice of AI. The following study provides actionable insights for GCC retailers on how to align AI adoption with sustainability goals, fostering competitive advantages and environmental responsibility. |
| format | Article |
| id | doaj-art-b97b326f8b4f446c86f1a098231eabc1 |
| institution | Kabale University |
| issn | 2076-3387 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj-art-b97b326f8b4f446c86f1a098231eabc12025-01-24T13:15:21ZengMDPI AGAdministrative Sciences2076-33872025-01-011512010.3390/admsci15010020AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart ChannelsHanadi Salhab0Munif Zoubi1Laith T. Khrais2Huda Estaitia3Lana Harb4Almotasem Al Huniti5Amer Morshed6Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, JordanDepartment of eMarketing, Faculty of Business, Middle East University, Amman 11831, JordanDepartment of Business, Faculty of Business, Middle East University, Amman 11831, JordanDepartment of eMarketing, Faculty of Business, Middle East University, Amman 11831, JordanManagement Sciences Department, Business School, German Jordanian University, Amman 11180, JordanDepartment of eMarketing, Faculty of Business, Middle East University, Amman 11831, JordanFinancial and Accounting Science Department, Faculty of Business, Middle East University, Amman 11831, JordanThis paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products. Key highlights include that AI-enabled marketing strategies improve the adoption of sustainable practices among consumers; AI-powered smart distribution channels enhance supply chain efficiency, reduce carbon emissions, and optimize logistics. For a retailer, practical applications of AI include the use of AI in demand forecasting to potentially reduce waste, personalized marketing to efficiently promote sustainable products, and deploying smart systems that reduce energy consumption. While these benefits are real, data privacy and algorithmic bias remain valid concerns, thus underlining the need for ethics and transparency in the practice of AI. The following study provides actionable insights for GCC retailers on how to align AI adoption with sustainability goals, fostering competitive advantages and environmental responsibility.https://www.mdpi.com/2076-3387/15/1/20AI-driven marketingsustainable development goalsGCCGCC retailsmart distribution channelssustainability |
| spellingShingle | Hanadi Salhab Munif Zoubi Laith T. Khrais Huda Estaitia Lana Harb Almotasem Al Huniti Amer Morshed AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels Administrative Sciences AI-driven marketing sustainable development goals GCC GCC retail smart distribution channels sustainability |
| title | AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels |
| title_full | AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels |
| title_fullStr | AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels |
| title_full_unstemmed | AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels |
| title_short | AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels |
| title_sort | ai driven sustainable marketing in gulf cooperation council retail advancing sdgs through smart channels |
| topic | AI-driven marketing sustainable development goals GCC GCC retail smart distribution channels sustainability |
| url | https://www.mdpi.com/2076-3387/15/1/20 |
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